According to the recently released data on the raw materials for plant dietary supplements in the U.S. market in 2020, one raw material ranks third in the growth rate of mainstream retail channels with a high growth rate of 133.8%. It is second only to the hot elderberry and Ashwagandha, becoming a well-deserved dark horse. It is apple cider vinegar.
Apple cider vinegar has been used as a drink, seasoning, and preservative since ancient times, and it is a healthy food that consumers all over the world are very familiar with. Why does it have a sudden explosive growth in the European and American markets, and can it also set off an upsurge in China?
1 Apple cider vinegar-a new Internet celebrity superfood
Apple cider vinegar is made from concentrated apple juice or fresh apple juice. It is first fermented into high-purity apple cider and then connected to acetic acid bacteria for secondary fermentation to metabolize alcohol into acetic acid. Apple cider vinegar is rich in vitamin C, minerals (magnesium, iron, phosphorus, manganese, potassium), and other eight kinds of amino acids and antioxidants that the human body cannot synthesize by itself. It is a healthy drink.
The main health functions of apple cider vinegar are:
1.1 Helps digestion
The original apple vinegar contains a lot of short-chain fatty acids-acetic acid. This short-chain fatty acid is the food of our intestinal flora, which can accelerate gastrointestinal digestion and facilitate the decomposition of food. The alkaline substances contained in apple cider vinegar can adjust the bacterial environment, reduce the acid value in the stomach, and reduce the growth of bacteria in the intestine. An in vitro study in 2016 isolated 168 strains of bacteria present in apple cider vinegar, including Acetobacter pasteurianus. In gene sequencing studies, other bacteria of the genus Acetobacter have similar sequences to probiotics, which means that the bacteria in apple cider vinegar may also have the characteristics of probiotics.
1.2 Helps reduce blood sugar levels and cholesterol
A small study showed that vinegar can increase insulin sensitivity by 19-34% during high carbohydrate meals and significantly reduce blood sugar and insulin response. A small study for diabetic patients reported that drinking 2 tablespoons of apple cider vinegar before going to bed can reduce fasting blood sugar by 4% the next morning. Many other human studies have shown that vinegar can improve insulin function and lower blood sugar levels after meals.
In addition, animal studies have shown that apple cider vinegar can reduce cholesterol and triglyceride levels, as well as several other risk factors for heart disease. Some studies on rats also show that vinegar can lower blood pressure, which is a major cause of heart disease and kidney problems.
1.3 Help lose weight
Several human studies have shown that apple cider vinegar can increase satiety, which leads to fewer calories and weight loss. According to a study, taking vinegar with a high-carbohydrate meal can increase satiety, and participants can eat 200-275 calories less during the rest of the day. In addition, a study of 175 obese people showed that daily consumption of apple cider vinegar can reduce belly fat and weight. In general, apple cider vinegar may reduce weight by increasing satiety, lowering postprandial blood sugar rise, and lowering insulin levels.
With mainstream media, blogs, social media, and celebrities promoting its potential health benefits, apple cider vinegar has become increasingly popular in the United States in recent years. In 2020, the sales of supplements containing apple cider vinegar ingredients in mainstream retail channels were US$79,257,715, an increase of 133.8% over 2019, ranking third in growth. Its sales in natural channels amounted to US$3,609,865, an increase of 97.7% from 2019, ranking first in growth.
The main purpose of mainstream apple cider vinegar supplements is cleansing, detoxification, and digestive health. New types of formulas with better taste may also promote the growth of apple cider vinegar sales. The main dosage forms of apple cider vinegar supplements are capsules, tablets, powders, and more recently gummies. Among the top 10 rising Google searches involving “apple cider vinegar” in 2020, fudge was mentioned 8 times. Market research companies such as Mordor Intelligence also predict that by 2024, the global apple cider vinegar market will achieve a compound annual growth rate of 5.4%.
2 Apple cider vinegar market: from beverages to supplements
In a consumer study conducted by Kerry in 2015, consumers surveyed combined apple cider vinegar with weight management (43%), digestive and intestinal health (36%), blood sugar management (33%), and the promotion of heart health and reduction Cholesterol is linked. The health function is deeply rooted in the hearts of the people, making apple cider vinegar beverages have become synonymous with healthy beverages. In addition to selling original apple vinegar, American companies also mix apple cider vinegar with bubbles, alcohol, probiotics, and other functional ingredients. While making its taste more delicious and pleasant, it further emphasizes the healthy function of the apple cider vinegar beverage.
2.1 Apple cider vinegar drinks in foreign markets
2.1.1 Taste innovation
Many consumers do not accept apple cider vinegar because it feels too sour. Seasoning can make the taste better. Foreign apple cider vinegar drinks are often mixed with soda, cocktails, fruit juices, spices, etc., and are also called “Shrub”. Compared with traditional apple cider vinegar drinks, Shrub has a variety of flavors, rich fruit flavor, balanced sweet-sour ratio, and better taste.
The small barrel uses carbonated water, fruit vinegar, and coconut water to create unique soda water and launches the refreshing Shrub series of soft drinks. The series of beverages are available in four flavors: Cascadia raspberry, Caracalla orange vanilla, coconut flavored soda, and lemongrass mint. No sugar is added, and its sweetness comes from coconut juice.
ElementShrub pineapple turmeric flavored cocktail cider vinegar is added with pineapple, orange, lemon, organic turmeric, and curry powder. It brings a multi-layered flavor than ordinary vinegar drinks or cocktails cannot match. There are also different flavors such as cinnamon pear, ginger lime, grapefruit vanilla, melon pepper, lemon mint, and so on.
MadMaiden Shrub uses organic apples from Wisconsin orchards as raw materials, adding cranberry juice, soda water, gin, rosemary, orange peel, and pepper.
Trinus and Inhop, a subsidiary of Kirin, have developed a new vinegar beverage brand, Hoplus. The beverage contains hop extract, which is made from organic apple cider vinegar, organic juice, and organic honey. It currently has four flavors of grapefruit, orange, peach, and grape. Each 100ml contains approximately 1.1g mature hop extract, which can be consumed as a non-alcoholic beer.
Poppi is an emerging functional sparkling water brand in the United States. Apple cider vinegar and juice are added to the sparkling water. There are eight flavors including raspberry rose, strawberry lemon, ginger lime, orange, watermelon, blueberry, and pineapple mango. Statistics show that in the past year, Poppi’s sales volume has increased sharply, with a year-on-year increase of 531%, which is very popular among young people.
2.1.2 The addition of more functional ingredients
Apple cider vinegar itself is a health drink. Adding health ingredients familiar to other consumers can further increase the health attributes of the product and provide specific health care functions.
Vermont Village Beauty Collagen Functional Vinegar provides 1 gram of collagen per serving. It is a blend of unfiltered organic apple cider vinegar, cherry juice, and organic lime juice. It is sweetened with organic honey and organic stevia.
The “UURRU Vinegar Beauty before Meal” launched by Yomeishu aims at the lack of vegetable intake of modern people. The dietary fiber contained in each bottle is about the amount of whole lettuce. The product contains houttuynia cordata, hawthorn seeds, Roman chamomile, Grape leaf extract provides daily health needs. It also contains nutrients such as hyaluronic acid, vitamin B6, and vitamin C.
2.2 Apple cider vinegar expands into dietary supplements
In September 2019, Goli in the United States launched its first apple cider vinegar fudge. Starting in 2020, product promotion will be carried out through health professionals, Internet celebrities, and celebrities. The TV commercial featuring Hollywood actress Jennifer Lopez has further raised the public’s awareness of the potential benefits of apple cider vinegar. This completely ignited apple cider vinegar, and since then, apple cider vinegar fudge has become a new generation of Internet celebrity raw materials. This has also become the main reason for the surge in apple cider vinegar supplements in the US market in 2020.
Goli apple cider vinegar gummies have long occupied the top best-selling list in the Amazon supplement market. It is a vegan, non-GMO, gluten-free, and gelatin-free product. It is made from real apple cider vinegar, beetroot, and pomegranate, which helps digestion, improves energy, supports healthy skin, etc.
Major health care brands such as Vitafusion and Nature’s Treasure have also launched apple cider vinegar fudge supplements.
3 Struggling, can vinegar drink have a future in China?
At present, China’s apple cider vinegar industry is mainly subdivided into two varieties, apple cider vinegar seasoning, and apple cider vinegar beverage. Data show that the market size of apple cider vinegar beverages in 2018 was about 4.522 billion yuan. Moreover, the three consecutive years of growth from 2015 to 2018 are 22%, 27%, and 25%, which are high-speed growth in the entire food and beverage industry. Among them, Tiandi No.1 is a well-deserved leading enterprise in the fruit vinegar industry, but the sales market is mainly concentrated in Guangdong, and it is less well-known in other regions. The whole fruit vinegar market still has a lot of room for improvement.
Last year, Coca-Cola and Pepsi entered the apple cider vinegar industry one after another. Different from traditional fruit vinegar drinks, Pepsi’s “Vinegar Words” fruit vinegar sparkling drinks, Coca-Cola Minute Maid Apple Cider Vinegar drinks are not only fermented with 100% apple juice, but also incorporate several of the most popular elements nowadays-bubbles, Low sugar, and zero fat, but the market response is also mediocre.
Apple cider vinegar has never been able to become mainstream in the Chinese market. The reason is still due to consumer awareness and taste issues. First of all, in public perception, apple cider vinegar is still mainly used as a condiment, and many consumers do not have a deep understanding of its health effects. Secondly, the overly acidic taste of apple cider vinegar hinders some consumers from buying it. As a Chinese company, you can learn from the experience of the European and American markets, combine fruit vinegar with more elements, and extend it further in terms of function and taste. It can also be made into jelly to make it more acceptable to consumers.
